Guerrilla marketing is an unconventional and often low-cost form of marketing that relies on creativity, imagination, and ingenuity to promote a product, service, or brand. It involves unconventional tactics that aim to grab the attention of the target audience in unexpected and memorable ways. Guerrilla marketing strategies are typically characterized by their creativity, surprise element, and reliance on unconventional channels.

Key characteristics and examples of guerrilla marketing include:

1. **Creativity and Unconventionality:** Guerrilla marketing relies on out-of-the-box thinking and unconventional approaches. It often breaks away from traditional marketing methods to create a memorable and surprising impact.

2. **Low-Cost Tactics:** Guerrilla marketing is often associated with low budgets and cost-effective strategies. Instead of spending large sums on traditional advertising channels, guerrilla marketers use creativity to achieve maximum impact with minimal financial resources.

3. **Ambush Marketing:** Guerrilla marketing may involve ambush tactics, where a brand or product capitalizes on an event, trend, or location without being an official sponsor. This allows for exposure without the associated sponsorship costs.

4. **Street Art and Installations:** Guerrilla marketing often includes street art, installations, and other forms of public displays that capture the attention of passersby. These may be temporary, eye-catching displays designed to leave a lasting impression.

5. **Viral Marketing:** Guerrilla marketing often leverages the power of social media and other online platforms to create viral campaigns. Engaging and shareable content can quickly spread, generating buzz and awareness.

6. **Flash Mobs and Stunts:** Guerrilla marketing may involve organizing unexpected events, flash mobs, or attention-grabbing stunts in public spaces to attract attention and generate word-of-mouth publicity.

7. **Undercover Marketing:** Also known as “buzz” or “stealth” marketing, this involves creating a scenario where consumers may not realize they are being marketed to. This technique aims to generate curiosity and interest in a subtle way.

8. **Experiential Marketing:** Guerrilla marketing often emphasizes creating memorable experiences for the target audience. This could involve interactive installations or events that engage consumers on a personal level.

Guerrilla marketing is particularly popular among small businesses and startups that may have limited budgets for traditional advertising. However, it has also been successfully employed by larger companies looking to break through the clutter and connect with consumers in a more unconventional and memorable manner. While guerrilla marketing can be highly effective, it’s essential to carefully consider the potential impact on the target audience and ensure that the message aligns with the brand’s image.